Puma has announced that its use of cotton from sustainable sources reached 50 percent in 2018, two years earlier than the scheduled target of 2020. According to the company's estimates, the use of sustainable cotton, such as cotton from the Better Cotton Initiative (BCI), has reduced its water consumption by around 3.1 million cubic meters, the equivalent of the water that is needed to fill 15.5 million bath tubs or the Serpentine Lake in London's Hyde park eight times, said the company. Cotton from sustainable sources accounted for 19 percent of all cotton used by Puma in 2016. The BCI and its partners work to promote decent working conditions and minimize the use of harmful crop protection practices in cotton-producing farms around the world.